Turning Brand Attention
Into Customer Growth
What looked like a UX and CRO need was really a GTM problem: the customer journey, product story, conversion paths, and subscription experience were not working together as one growth system.
ROLE
CX/DX Strategy Consultant
OWNERSHIP
End-to-end GTM experience strategy
Overview
A celebrity partnership created a growth moment.
The customer experience wasn’t ready for it.
Luma Home was an elevated household cleaning brand founded in 2016 and built primarily around recurring D2C e-commerce sales. By 2024, the brand was well established, but growth had started to slow.
Leadership saw an opportunity to expand the brand through a celebrity partnership and prepare for a future retail push. The goal was a brand refresh that could clarify the story, support higher traffic, improve on-site conversion, and create a better customer experience.
But the existing ecommerce site had become fragmented. Years of isolated conversion efforts had created a patchwork experience where product messaging, subscription logic, offers, and content did not work together.
What looked like a website problem was really a customer growth system problem.
The Problem
A Strong Brand With a Fragmented Growth Experience
The issue wasn’t the website.
The business had a strong product, an established customer base, and a major visibility moment ahead.
But the e-commerce experience had become fragmented through years of disconnected updates, conversion fixes, and content additions.
The site was not clearly connecting the brand story, product value, subscription model, and customer decision journey.
At a glance, the ask appeared tactical:
- The site needed a visual refresh.
- Conversion paths needed improvement.
- Calls to action were weak or missing.
- UX patterns were inconsistent.
- Content needed to support the upcoming launch.
The system told a different story:
- The brand narrative was disconnected.
- CX and UX data were not guiding priorities.
- Product education was not strong enough to support confident buying.
- Subscription behavior was not being reinforced clearly.
- The customer journey was not operating as one connected growth system.
What looked like UX and CRO work was really a GTM strategy problem.
The Reality
Multiple Touchpoints. No Shared Growth System.
The experience wasn’t breaking in one place—it was breaking across the full customer journey.
- Brand story wasn’t connected to product value
- Conversion tactics were addedwithout a shared strategy
- Customer data wasn’t guiding experience decisions
- Subscription and retention logic wasn’t reinforced clearly
Each touchpoint carriedits own message.
Product pages, offers, CTAs, education content, and subscription prompts were not working from one clear customer story.
Each effort measureda different signal.
Paid media, site performance, product sales, UX patterns, and content needs were evaluated separately instead of being connected into one view of customer behavior.
No one had visibility across the full journey.
The business could see pieces of the problem, but not how brand narrative, product education, conversion, subscription behavior, and retention worked together.
The Diagnosis
The Site Wasn’t Built Around How Customers Were Actually Buying
I conducted a cross-platform performance and customer analysis to understand where purchase behavior, product adoption, and conversion were breaking down across the e-commerce experience.
What I found was a strong product with loyal customers , but a fragmented growth system that was not clearly guiding different customer types toward the right products, purchase paths, or repeat buying behaviors.
Data Sources Included:
Sales + Product Performance
Shopify, Product sales reports
Website + Funnel Behavior
GA4, Path Analysis
Customer Voice + Support Data
AWS, Yotpo reviews, Gorgias tickets
Paid Media + Audience Signals
Google Ads, Meta
Brand + Market Signals
Brand24, FullStory
CRM + Retention Signals
ActiveCampaign, Hubspot
This analysis revealed a critical disconnect.
The brand had strong customer affection and repeat purchase behavior, but the site experience was not built around how customers were actually buying.
Critical workflows lacked:
- Product Discovery
- Product Education
- New-customer Conversion
- Cross-sell and Bundling Paths
- Subscription and Replenishment Behavior
- Post-purchase Expectation Eetting
A key finding:
Customers loved the product, but the digital experience was not translating that loyalty into stronger product adoption, higher AOV, or repeatable growth.
The most actionable insights came from the overlap between customer reviews, support tickets, sales behavior, and product-level performance—not from one analytics platform alone.
This meant:
- High-performing products were carrying most of the business
- Repeat customers were driving a major share of revenue
- New customers needed clearer guidance before purchase
- Celebrity-linked products had awareness but weak conversion support
- Delivery and replenishment expectations needed clearer communication
- The site needed to teach, guide, and reinforce buying behavior
A key finding
The Existing Experience Was Creating Friction At Nearly Every Stage Of Conversion
The problems weren’t isolated to a single page or feature. They appeared throughout the customer journey making it harder for users to understand subscriptions, recover from errors, continue shopping, complete checkout, and find answers to common questions.
The analysis showed a pattern of operational UX debt caused by years of disconnected optimization efforts, layered technologies, and inconsistent experience decisions.
The Insight
Not Every Customer Needed the Same Journey
Performance data showed where growth was concentrated. Persona and journey mapping explained why.
Customers were not arriving with the same level of awareness, motivation, trust, or buying intent. Some were loyal repeat buyers. Some were new customers entering through the celebrity partnership. Some were gift buyers. Some were price-sensitive shoppers who were less likely to understand the value of a premium recurring product.
A single e-commerce path could not support all of them.
A key finding
The best customer was not defined by demographics alone
It was defined by buying motivation, product fit, and likelihood to replenish.
The persona work clarified that the brand needed to stop treating all visitors as the same type of buyer.
The journey maps showed where each customer type needed different messaging, proof, product guidance, and post-purchase support.
The insight wasn’t just who the customers were. It was what each customer needed the experience to prove before they would buy again.
The Strategy
I Turned the Refresh Into a Launch-Ready Growth System
The research showed that the site needed more than UX improvements. It needed a new architecture that could connect product discovery, brand storytelling, customer education, subscription behavior, support, and search.
I developed a new site structure, selected a new e-commerce theme, and wrote the full site content system (including SEO direction) so the refresh could function as a GTM foundation, not just a visual update.
Clarifying the Brand Story & Product Value
I rebuilt the site narrative around the core customer questions the experience needed to answer: what the product was, why it mattered, how it fit into daily routines, and why it was worth choosing over commodity alternatives.
Redesigning Product Discovery & Site Architecture
I developed a new sitemap that gave each product, bundle, collection, support path, and content category a clear role in the customer journey.
The new structure made it easier to separate core product paths, signature tools, bundles, celebrity partnership products, customer account flows, FAQs, and SEO-led education content.
Selecting a Theme
for Scalable Execution
I selected a new e-commerce theme that could support the redesigned architecture without requiring a costly custom build.
The theme needed to handle merchandising, product education, flexible content blocks, mobile-first conversion, subscription behavior, and faster launch execution.
Building the Content
& SEO System
I developed the full site content system, including page copy, product messaging, category content, brand storytelling, FAQ/support content, and SEO-informed blog direction.
The goal was to make the site easier for customers to understand, easier for search engines to index, and easier for marketing to activate.
GTM Experience Architecture
A site strategy built around customer readiness, not just page structure
The sitemap became the strategic foundation for the redesign.
It connected product discovery, celebrity partnership visibility, brand education, account flows, customer support, and SEO content into one structure designed to support both the launch and long-term growth.
The proposed architecture focused on:
- Clearer product and bundle pathways
- Stronger education around product value
- A dedicated celebrity partnership collection
- Subscription and replenishment reinforcement
- Utility pages that supported checkout, account, and post-purchase needs
- SEO-led blog categories tied to customer intent
- FAQ and support content integrated into the buying journey
AI-Enabled Growth Tactics
Using AI to Answer Customer Questions, Reduce Support Load, and Capture Launch Demand
The strategy also included targeted AI-driven recommendations designed to reduce friction across product discovery, customer support, and organic acquisition.
These were not experimental AI ideas layered onto the experience. Each recommendation was tied to a specific customer behavior, business constraint, or performance gap found in the research.
I recommended using AI where it solved clear business and customer problems:
- Product-page Hesitation
- Repetitive Support Questions
- Subscription Management
- Content Development
The strategy transformed the refresh from a page-level UX project into a GTM experience system; connecting brand narrative, product discovery, content, SEO, conversion, and retention into a launch-ready architecture.
The Impact
The Team Could Refresh the Site.
The Bigger Growth System Required More.
The engagement gave the business a new e-commerce foundation: a selected site theme, redesigned site architecture, customer journey strategy, full-site content direction, SEO recommendations, and GTM experience guidance.
The team moved forward with the selected theme and launched a simplified redesign. But the broader strategy required a larger operating model than the business was ready to maintain.
The work clarified a common challenge in CX/DX transformation: what teams ask for, what they believe they need, and what they are prepared to operate are not always the same thing.
Implementation Signals
Theme Adopted
Selected e-commerce theme became the redesign foundation.
Site Simplified
Experience moved from patchwork fixes to a cleaner site structure.
GTM System Defined
Strategy that connected audience to conversion and retention
CX/DX transformation only works when the right strategy is matched with the operating model, ownership, and execution capacity to sustain it after launch.
Case Studies
Healthcare SaaS • Research • Retention
Trust in the AI Was Lost at Login
Protecting Clinical Momentum in an AI-Powered EHR
A mixed-method research initiative uncovered how authentication friction reduced confidence in AI-assisted documentation and disrupted critical prescribing workflows →
↑ Workflow Continuity • ↑ Clinician Confidence •
↓ Authentication Friction
Higher Ed • Enrollment Strategy • Acquisition
Enrollment Friction Was Limiting Growth
Students Couldn't Find What They Needed to Believe
Organic traffic had successfully scaled, but lead generation performance had plateaued. Behavioral research uncovered gaps that traditional CRO metrics alone couldn't explain →
↑ Strategic Clarity • ↑ Customer Understanding •
↑ Growth Alignment
Pharma • Product Design • Retention
Improving Adoption Through Behavioral Design
Designing Around the Right Support System Changed Everything
Behavioral research, experience redesign, and coordinated support workflows helped users understand what mattered, what to do next, and when intervention was needed →
↑ Onboarding Completion • ↑ 7-Day Retention •
↓ Response Time
My Expertise Delivers For:
Marketing & Growth
Customer Acquisition & Conversion
Journey Mapping & Funnel Optimization
CRM & Retention Strategy
Behavioral Segmentation & Personalization
Landing Page & Onboarding Optimization
Customer Research & Insight Generation
AI-Supported Content & Experience Strategy
Product & CX
UX & Digital Experience Strategy
Onboarding & Adoption Systems
DAP Strategy & Optimization
Service Blueprinting
Customer & Employee Experience
Behavioral Design & Usability Optimization
AI-supported Product & Support Experiences
Strategy & Transformation
Cross-functional Alignment
Experience Transformation Initiatives
Operational Experience Design
Customer Intelligence Systems
Support and Onboarding Optimization
Research-driven Decision-making
AI-supported Workflow and Systems Strategy
Let’s Build Better Systems for People
© 2026 Beth Pavinich. All rights reserved.
All content, case studies, strategy frameworks, written materials, visuals, diagrams, concepts, and supporting artifacts featured on this site are the intellectual property of Beth Pavinich and may not be copied, reproduced, distributed, modified, adapted, republished, or used in whole or in part without prior written permission.
Many projects featured on this site were completed under non-disclosure agreements (NDAs). Client names and proprietary details have been anonymized. Outcomes reflect engagement-specific performance data, client reporting, benchmark analysis, and directional business impact estimates where exact figures cannot be disclosed.
Turning Brand Attention
Into Customer Growth
What looked like a UX and CRO need was really a GTM problem: the customer journey, product story, conversion paths, and subscription experience were not working together as one growth system.
ROLE
CX/DX Strategy Consultant
OWNERSHIP
End-to-end GTM experience strategy
///
///
///
Overview
A celebrity partnership created a growth moment.
The customer experience wasn’t ready for it.
Luma Home was an elevated household cleaning brand founded in 2016 and built primarily around recurring D2C e-commerce sales. By 2024, the brand was well established, but growth had started to slow.
Leadership saw an opportunity to expand the brand through a celebrity partnership and prepare for a future retail push. The goal was a brand refresh that could clarify the story, support higher traffic, improve on-site conversion, and create a better customer experience.
But the existing ecommerce site had become fragmented. Years of isolated conversion efforts had created a patchwork experience where product messaging, subscription logic, offers, and content did not work together.
What looked like a website problem was really a customer growth system problem.
The Problem
A Strong Brand With a Fragmented Growth Experience
The issue wasn’t the website.
The business had a strong product, an established customer base, and a major visibility moment ahead.
But the e-commerce experience had become fragmented through years of disconnected updates, conversion fixes, and content additions.
The site was not clearly connecting the brand story, product value, subscription model, and customer decision journey.
At a glance, the ask appeared tactical:
- The site needed a visual refresh.
- Conversion paths needed improvement.
- Calls to action were weak or missing.
- UX patterns were inconsistent.
- Content needed to support the upcoming launch.
The system told a different story:
- The brand narrative was disconnected.
- CX and UX data were not guiding priorities.
- Product education was not strong enough to support confident buying.
- Subscription behavior was not being reinforced clearly.
- The customer journey was not operating as one connected growth system.
What looked like UX and CRO work was really a GTM strategy problem.
The Reality
Multiple Touchpoints. No Shared Growth System.
The experience wasn’t breaking in one place—it was breaking across the full customer journey.
Brand story wasn’t connected to product value
Conversion tactics were addedwithout a shared strategy
Customer data wasn’t guiding experience decisions
Subscription and retention logic wasn’t reinforced clearly
Each touchpoint carriedits own message.
Product pages, offers, CTAs, education content, and subscription prompts were not working from one clear customer story.
Each effort measureda different signal.
Paid media, site performance, product sales, UX patterns, and content needs were evaluated separately instead of being connected into one view of customer behavior.
No one had visibility across the full journey.
The business could see pieces of the problem, but not how brand narrative, product education, conversion, subscription behavior, and retention worked together.
The Diagnosis
The Site Wasn’t Built Around How Customers Were Actually Buying
I conducted a cross-platform performance and customer analysis to understand where purchase behavior, product adoption, and conversion were breaking down across the e-commerce experience.
What I found was a strong product with loyal customers , but a fragmented growth system that was not clearly guiding different customer types toward the right products, purchase paths, or repeat buying behaviors.
Data Sources Included:
Sales + Product Performance
Shopify, Product sales reports
Website + Funnel Behavior
GA4, Path Analysis
Customer Voice + Support Data
AWS, Yotpo reviews, Gorgias tickets
Paid Media + Audience Signals
Google Ads, Meta
Brand + Market Signals
Brand24, FullStory
CRM + Retention Signals
ActiveCampaign, Hubspot
This analysis revealed a critical disconnect.
The brand had strong customer affection and repeat purchase behavior, but the site experience was not built around how customers were actually buying.
Critical workflows lacked:
- Product Discovery
- Product Education
- New-customer Conversion
- Cross-sell and Bundling Paths
- Subscription and Replenishment Behavior
- Post-purchase Expectation Eetting
A key finding:
Customers loved the product, but the digital experience was not translating that loyalty into stronger product adoption, higher AOV, or repeatable growth.
The most actionable insights came from the overlap between customer reviews, support tickets, sales behavior, and product-level performance—not from one analytics platform alone.
This meant:
- High-performing products were carrying most of the business
- Repeat customers were driving a major share of revenue
- New customers needed clearer guidance before purchase
- Celebrity-linked products had awareness but weak conversion support
- Delivery and replenishment expectations needed clearer communication
- The site needed to teach, guide, and reinforce buying behavior
A key finding
The Existing Experience Was Creating Friction At Nearly Every Stage Of Conversion
The problems weren’t isolated to a single page or feature. They appeared throughout the customer journey making it harder for users to understand subscriptions, recover from errors, continue shopping, complete checkout, and find answers to common questions.
The analysis showed a pattern of operational UX debt caused by years of disconnected optimization efforts, layered technologies, and inconsistent experience decisions.
The Insight
Not Every Customer Needed the Same Journey
Performance data showed where growth was concentrated. Persona and journey mapping explained why.
Customers were not arriving with the same level of awareness, motivation, trust, or buying intent. Some were loyal repeat buyers. Some were new customers entering through the celebrity partnership. Some were gift buyers. Some were price-sensitive shoppers who were less likely to understand the value of a premium recurring product.
A single e-commerce path could not support all of them.
A key finding
The best customer was not defined by demographics alone
It was defined by buying motivation, product fit, and likelihood to replenish.
The persona work clarified that the brand needed to stop treating all visitors as the same type of buyer.
The journey maps showed where each customer type needed different messaging, proof, product guidance, and post-purchase support.
The insight wasn’t just who the customers were. It was what each customer needed the experience to prove before they would buy again.
The Strategy
I Turned the Refresh Into a Launch-Ready Growth System
The research showed that the site needed more than UX improvements. It needed a new architecture that could connect product discovery, brand storytelling, customer education, subscription behavior, support, and search.
I developed a new site structure, selected a new e-commerce theme, and wrote the full site content system (including SEO direction) so the refresh could function as a GTM foundation, not just a visual update.
Clarifying the Brand Story & Product Value
I rebuilt the site narrative around the core customer questions the experience needed to answer: what the product was, why it mattered, how it fit into daily routines, and why it was worth choosing over commodity alternatives.
Redesigning Product Discovery & Site Architecture
I developed a new sitemap that gave each product, bundle, collection, support path, and content category a clear role in the customer journey.
The new structure made it easier to separate core product paths, signature tools, bundles, celebrity partnership products, customer account flows, FAQs, and SEO-led education content.
Selecting a Theme
for Scalable Execution
I selected a new e-commerce theme that could support the redesigned architecture without requiring a costly custom build.
The theme needed to handle merchandising, product education, flexible content blocks, mobile-first conversion, subscription behavior, and faster launch execution.
Building the Content
& SEO System
I developed the full site content system, including page copy, product messaging, category content, brand storytelling, FAQ/support content, and SEO-informed blog direction.
The goal was to make the site easier for customers to understand, easier for search engines to index, and easier for marketing to activate.
GTM Experience Architecture
A site strategy built around customer readiness, not just page structure
The sitemap became the strategic foundation for the redesign.
It connected product discovery, celebrity partnership visibility, brand education, account flows, customer support, and SEO content into one structure designed to support both the launch and long-term growth.
The proposed architecture focused on:
- Clearer product and bundle pathways
- Stronger education around product value
- A dedicated celebrity partnership collection
- Subscription and replenishment reinforcement
- Utility pages that supported checkout, account, and post-purchase needs
- SEO-led blog categories tied to customer intent
- FAQ and support content integrated into the buying journey
AI-Enabled Growth Tactics
Using AI to Answer Customer Questions, Reduce Support Load, and Capture Launch Demand
The strategy also included targeted AI-driven recommendations designed to reduce friction across product discovery, customer support, and organic acquisition.
These were not experimental AI ideas layered onto the experience. Each recommendation was tied to a specific customer behavior, business constraint, or performance gap found in the research.
I recommended using AI where it solved clear business and customer problems:
- Product-page Hesitation
- Repetitive Support Questions
- Subscription Management
- Content Development
The strategy transformed the refresh from a page-level UX project into a GTM experience system; connecting brand narrative, product discovery, content, SEO, conversion, and retention into a launch-ready architecture.
The Impact
The Team Could Refresh the Site.
The Bigger Growth System Required More.
The engagement gave the business a new e-commerce foundation: a selected site theme, redesigned site architecture, customer journey strategy, full-site content direction, SEO recommendations, and GTM experience guidance.
The team moved forward with the selected theme and launched a simplified redesign. But the broader strategy required a larger operating model than the business was ready to maintain.
The work clarified a common challenge in CX/DX transformation: what teams ask for, what they believe they need, and what they are prepared to operate are not always the same thing.
Implementation Signals
Theme Adopted
Selected e-commerce theme became the redesign foundation.
Site Simplified
Experience moved from patchwork fixes to a cleaner site structure.
GTM System Defined
Strategy that connected audience to conversion and retention
CX/DX transformation only works when the right strategy is matched with the operating model, ownership, and execution capacity to sustain it after launch.
Case Studies
Trust in the AI Was Lost at Login
Protecting Clinical Momentum in an AI-Powered EHR
A mixed-method research initiative uncovered how authentication friction reduced confidence in AI-assisted documentation and disrupted critical prescribing workflows →
↑ Workflow Continuity • ↑ Clinician Confidence •
↓ Authentication Friction
Healthcare SaaS • Research • Retention
Enrollment Friction Was Limiting Growth
Students Couldn't Find What They Needed to Believe
Organic traffic had successfully scaled, but lead generation performance had plateaued. Behavioral research uncovered gaps that traditional CRO metrics alone couldn't explain →
↑ Strategic Clarity • ↑ Customer Understanding •
↑ Growth Alignment
Higher Ed • Enrollment Strategy • Acquisition
Improving Adoption Through Behavioral Design
Designing Around the Right Support System Changed Everything
Behavioral research, experience redesign, and coordinated support workflows helped users understand what mattered, what to do next, and when intervention was needed →
↑ Onboarding Completion • ↑ 7-Day Retention •
↓ Response Time
Pharma • Product Design • Retention
My Expertise Delivers For:
Marketing & Growth
Customer Acquisition & Conversion
Journey Mapping & Funnel Optimization
CRM & Retention Strategy
Behavioral Segmentation & Personalization
Landing Page & Onboarding Optimization
Customer Research & Insight Generation
AI-Supported Content & Experience Strategy
Product & CX
UX & Digital Experience Strategy
Onboarding & Adoption Systems
DAP Strategy & Optimization
Service Blueprinting
Customer & Employee Experience
Behavioral Design & Usability Optimization
AI-supported Product & Support Experiences
Strategy & Transformation
Cross-functional Alignment
Experience Transformation Initiatives
Operational Experience Design
Customer Intelligence Systems
Support and Onboarding Optimization
Research-driven Decision-making
AI-supported Workflow and Systems Strategy
Let’s Build Better Systems for People
© 2026 Beth Pavinich. All rights reserved.
All content, case studies, strategy frameworks, written materials, visuals, diagrams, concepts, and supporting artifacts featured on this site are the intellectual property of Beth Pavinich and may not be copied, reproduced, distributed, modified, adapted, republished, or used in whole or in part without prior written permission.
Many projects featured on this site were completed under non-disclosure agreements (NDAs). Client names and proprietary details have been anonymized. Outcomes reflect engagement-specific performance data, client reporting, benchmark analysis, and directional business impact estimates where exact figures cannot be disclosed.
Turning Brand Attention
Into Customer Growth
What looked like a UX and CRO need was really a GTM problem: the customer journey, product story, conversion paths, and subscription experience were not working together as one growth system.
ROLE
CX/DX Strategy Consultant
OWNERSHIP
End-to-end GTM experience strategy
///
///
///
Overview
A celebrity partnership created a growth moment.
The customer experience wasn’t ready for it.
Luma Home was an elevated household cleaning brand founded in 2016 and built primarily around recurring D2C e-commerce sales. By 2024, the brand was well established, but growth had started to slow.
Leadership saw an opportunity to expand the brand through a celebrity partnership and prepare for a future retail push. The goal was a brand refresh that could clarify the story, support higher traffic, improve on-site conversion, and create a better customer experience.
But the existing ecommerce site had become fragmented. Years of isolated conversion efforts had created a patchwork experience where product messaging, subscription logic, offers, and content did not work together.
What looked like a website problem was really a customer growth system problem.
The Problem
A Strong Brand
With a Fragmented Growth Experience
The issue wasn’t the website.
The business had a strong product, an established customer base, and a major visibility moment ahead.
But the e-commerce experience had become fragmented through years of disconnected updates, conversion fixes, and content additions.
The site was not clearly connecting the brand story, product value, subscription model, and customer decision journey.
At a glance, the ask appeared tactical:
- The site needed a visual refresh.
- Conversion paths needed improvement.
- Calls to action were weak or missing.
- UX patterns were inconsistent.
- Content needed to support the upcoming launch.
The system told a different story:
- The brand narrative was disconnected.
- CX and UX data were not guiding priorities.
- Product education was not strong enough to support confident buying.
- Subscription behavior was not being reinforced clearly.
- The customer journey was not operating as one connected growth system.
What looked like UX and CRO work was really a GTM strategy problem.
The Reality
Multiple Touchpoints. No Shared Growth System.
The experience wasn’t breaking in one place—it was breaking across the full customer journey.
Brand story wasn’t connected to product value
Conversion tactics were addedwithout a shared strategy
Customer data wasn’t guiding experience decisions
Subscription and retention logic wasn’t reinforced clearly
Each touchpoint carriedits own message.
Product pages, offers, CTAs, education content, and subscription prompts were not working from one clear customer story.
Each effort measureda different signal.
Paid media, site performance, product sales, UX patterns, and content needs were evaluated separately instead of being connected into one view of customer behavior.
No one had visibility across the full journey.
The business could see pieces of the problem, but not how brand narrative, product education, conversion, subscription behavior, and retention worked together.
The Diagnosis
The Site Wasn’t Built Around How Customers Were Actually Buying
I conducted a cross-platform performance and customer analysis to understand where purchase behavior, product adoption, and conversion were breaking down across the e-commerce experience.
What I found was a strong product with loyal customers , but a fragmented growth system that was not clearly guiding different customer types toward the right products, purchase paths, or repeat buying behaviors.
Data Sources Included:
Sales + Product Performance
Shopify, Product sales reports
Website + Funnel Behavior
GA4, Path Analysis
Customer Voice + Support Data
AWS, Yotpo reviews, Gorgias tickets
Paid Media + Audience Signals
Google Ads, Meta
Brand + Market Signals
Brand24, FullStory
CRM + Retention Signals
ActiveCampaign, Hubspot
This analysis revealed a critical disconnect.
The brand had strong customer affection and repeat purchase behavior, but the site experience was not built around how customers were actually buying.
Critical workflows lacked:
- Product Discovery
- Product Education
- New-customer Conversion
- Cross-sell and Bundling Paths
- Subscription and Replenishment Behavior
- Post-purchase Expectation Eetting
A key finding:
Customers loved the product, but the digital experience was not translating that loyalty into stronger product adoption, higher AOV, or repeatable growth.
The most actionable insights came from the overlap between customer reviews, support tickets, sales behavior, and product-level performance—not from one analytics platform alone.
This meant:
- High-performing products were carrying most of the business
- Repeat customers were driving a major share of revenue
- New customers needed clearer guidance before purchase
- Celebrity-linked products had awareness but weak conversion support
- Delivery and replenishment expectations needed clearer communication
- The site needed to teach, guide, and reinforce buying behavior
A key finding
The Existing Experience Was Creating Friction At Nearly Every Stage Of Conversion
The problems weren’t isolated to a single page or feature. They appeared throughout the customer journey making it harder for users to understand subscriptions, recover from errors, continue shopping, complete checkout, and find answers to common questions.
The analysis showed a pattern of operational UX debt caused by years of disconnected optimization efforts, layered technologies, and inconsistent experience decisions.
The Insight
Not Every Customer Needed the Same Journey
Performance data showed where growth was concentrated. Persona and journey mapping explained why.
Customers were not arriving with the same level of awareness, motivation, trust, or buying intent. Some were loyal repeat buyers. Some were new customers entering through the celebrity partnership. Some were gift buyers. Some were price-sensitive shoppers who were less likely to understand the value of a premium recurring product.
A single e-commerce path could not support all of them.
A key finding
The best customer was not defined by demographics alone
It was defined by buying motivation, product fit, and likelihood to replenish.
The persona work clarified that the brand needed to stop treating all visitors as the same type of buyer.
The journey maps showed where each customer type needed different messaging, proof, product guidance, and post-purchase support.
The insight wasn’t just who the customers were. It was what each customer needed the experience to prove before they would buy again.
The Strategy
I Turned the Refresh Into a Launch-Ready Growth System
The research showed that the site needed more than UX improvements. It needed a new architecture that could connect product discovery, brand storytelling, customer education, subscription behavior, support, and search.
I developed a new site structure, selected a new e-commerce theme, and wrote the full site content system (including SEO direction) so the refresh could function as a GTM foundation, not just a visual update.
Clarifying the Brand Story & Product Value
I rebuilt the site narrative around the core customer questions the experience needed to answer: what the product was, why it mattered, how it fit into daily routines, and why it was worth choosing over commodity alternatives.
Redesigning Product Discovery & Site Architecture
I developed a new sitemap that gave each product, bundle, collection, support path, and content category a clear role in the customer journey.
The new structure made it easier to separate core product paths, signature tools, bundles, celebrity partnership products, customer account flows, FAQs, and SEO-led education content.
Selecting a Theme
for Scalable Execution
I selected a new e-commerce theme that could support the redesigned architecture without requiring a costly custom build.
The theme needed to handle merchandising, product education, flexible content blocks, mobile-first conversion, subscription behavior, and faster launch execution.
Building the Content
& SEO System
I developed the full site content system, including page copy, product messaging, category content, brand storytelling, FAQ/support content, and SEO-informed blog direction.
The goal was to make the site easier for customers to understand, easier for search engines to index, and easier for marketing to activate.
GTM Experience Architecture
A site strategy built around customer readiness, not just page structure
The sitemap became the strategic foundation for the redesign.
It connected product discovery, celebrity partnership visibility, brand education, account flows, customer support, and SEO content into one structure designed to support both the launch and long-term growth.
The proposed architecture focused on:
- Clearer product and bundle pathways
- Stronger education around product value
- A dedicated celebrity partnership collection
- Subscription and replenishment reinforcement
- Utility pages that supported checkout, account, and post-purchase needs
- SEO-led blog categories tied to customer intent
- FAQ and support content integrated into the buying journey
AI-Enabled Growth Tactics
Using AI to Answer Customer Questions, Reduce Support Load, and Capture Launch Demand
The strategy also included targeted AI-driven recommendations designed to reduce friction across product discovery, customer support, and organic acquisition.
These were not experimental AI ideas layered onto the experience. Each recommendation was tied to a specific customer behavior, business constraint, or performance gap found in the research.
I recommended using AI where it solved clear business and customer problems:
- Product-page Hesitation
- Repetitive Support Questions
- Subscription Management
- Content Development
The strategy transformed the refresh from a page-level UX project into a GTM experience system; connecting brand narrative, product discovery, content, SEO, conversion, and retention into a launch-ready architecture.
The Impact
The Team Could Refresh the Site.
The Bigger Growth System Required More.
The engagement gave the business a new e-commerce foundation: a selected site theme, redesigned site architecture, customer journey strategy, full-site content direction, SEO recommendations, and GTM experience guidance.
The team moved forward with the selected theme and launched a simplified redesign. But the broader strategy required a larger operating model than the business was ready to maintain.
The work clarified a common challenge in CX/DX transformation: what teams ask for, what they believe they need, and what they are prepared to operate are not always the same thing.
Implementation Signals
Theme Adopted
Selected e-commerce theme became the redesign foundation.
Site Simplified
Experience moved from patchwork fixes to a cleaner site structure.
GTM System Defined
Strategy that connected audience to conversion and retention
CX/DX transformation only works when the right strategy is matched with the operating model, ownership, and execution capacity to sustain it after launch.
Case Studies
Healthcare SaaS • Research • Retention
Trust in the AI Was Lost at Login
Protecting Clinical Momentum in an AI-Powered EHR
A mixed-method research initiative uncovered how authentication friction reduced confidence in AI-assisted documentation and disrupted critical prescribing workflows →
↑ Workflow Continuity • ↑ Clinician Confidence •
↓ Authentication Friction
Higher Ed • Enrollment Strategy • Acquisition
Enrollment Friction Was Limiting Growth
Students Couldn't Find What They Needed to Believe
Organic traffic had successfully scaled, but lead generation performance had plateaued. Behavioral research uncovered gaps that traditional CRO metrics alone couldn't explain →
↑ Strategic Clarity • ↑ Customer Understanding •
↑ Growth Alignment
Pharma • Product Design • Retention
Improving Adoption Through Behavioral Design
Designing Around the Right Support System Changed Everything
Behavioral research, experience redesign, and coordinated support workflows helped users understand what mattered, what to do next, and when intervention was needed →
↑ Onboarding Completion • ↑ 7-Day Retention •
↓ Response Time
My Expertise Delivers For:
Marketing & Growth
Customer Acquisition & Conversion
Journey Mapping & Funnel Optimization
CRM & Retention Strategy
Behavioral Segmentation & Personalization
Landing Page & Onboarding Optimization
Customer Research & Insight Generation
AI-Supported Content & Experience Strategy
Product & CX
UX & Digital Experience Strategy
Onboarding & Adoption Systems
DAP Strategy & Optimization
Service Blueprinting
Customer & Employee Experience
Behavioral Design & Usability Optimization
AI-supported Product & Support Experiences
Strategy & Transformation
Cross-functional Alignment
Experience Transformation Initiatives
Operational Experience Design
Customer Intelligence Systems
Support and Onboarding Optimization
Research-driven Decision-making
AI-supported Workflow and Systems Strategy
Let’s Build Better Systems for People
© 2026 Beth Pavinich. All rights reserved.
All content, case studies, strategy frameworks, written materials, visuals, diagrams, concepts, and supporting artifacts featured on this site are the intellectual property of Beth Pavinich and may not be copied, reproduced, distributed, modified, adapted, republished, or used in whole or in part without prior written permission.
Many projects featured on this site were completed under non-disclosure agreements (NDAs). Client names and proprietary details have been anonymized. Outcomes reflect engagement-specific performance data, client reporting, benchmark analysis, and directional business impact estimates where exact figures cannot be disclosed.